Presented by: Ignacio Romero and Keirsten Mihos

Using the principles of Social Marketing to reach Latino migrant families

¿Y qué gano yo?

Social Marketing

Social marketers… adopt a customer-centered approach and recognize that change will only come about if one starts with the customers’ reality and adapts messages and other program elements to the customers’ perceptions, need, and wants. - Alan R. Andreasen

Learning Objectives

By the time you leave the session…1. Describe principles of Social Marketing2. Use the principles to improve your

communication with Latino migrants3. Develop a short video, presentation or

mock website representing a targeted campaign (should include product, price, place, and promotion)

Agenda

Topic

Social Marketing Overview ....

Putting It All Together………..

Focusing Your Ps ..………...

Break ………………………….

Create the Campaign …….....

Present the Campaign ………

Time

1:45 - 2 pm

2:00 - 2:15 pm

2:15 - 2:30 pm

2:30 - 2:45 pm

2:45 - 4 pm

4 - 4:30 pm

What is Social Marketing?

Social Marketing Behavior, William A. Smith and John Strand, AED

The 4Ps of Social Marketing

1. Product or Practice2. Price3. Place4. Promotion

4 Ps: Product or Practice

• Physical product– Condoms– Video games

• Service– Cancer screening– Blood test

• Practice – Breastfeeding– Eating a heart-healthy diet

Red para una California SaludableOur Product– Practice we want to promote: • Eat more fruits and vegetables (make it

half your plate)• Be more active (about

30 minutes each day)

Barriers include: lack of clear message, temporal relationships, changing/confusing recommendations

Coca-Cola

Their Product– What they want to promote: • Coca-Cola

Benefits can include: clear message/brand loyalty, temporal relationships

4 Ps: Price

• What the consumer must do to get the product– If benefits are greater than their costs,

chances of trial and adoption is greater– Focus on reducing barriers

Red para una California Saludable

Our Price– What consumers need to do:• Buy more fruits and vegetables (FV)• Prepare more FV for their family• Make half the plate FV at every meal• Add more activity to their day

Barriers can include: perceived cost, accessibility, perceptions, and attitudes

Coca-Cola

Their Price– What consumers need to do:• Buy Coca-Cola

Benefits can include: perceived cost, accessibility, perceptions, and attitudes

4 Ps: Place

• The way the product reaches the consumer:– Distribution system

• Focus on increasing access

• Ensure the delivery system works

Red para una California Saludable

Our Places– How consumers hear about the practice of eating more FV and being more active:• Fairs, festivals, farmer’s markets• Clinics and community-based orgs• Retail store merchandising• Worksites• Champion Moms and CHLsBarriers can include: engagement, source of information, and limited reach

Coca-Cola

• Retail stores • Sporting venues• Festivals and

concerts• Restaurants• Movie theatres

• Gyms• Nightclubs• Schools/Colleges• Worksites• Parks/Recreation

areas• And more…

Their Places– Where consumers get Coca-Cola:

Benefits can include: excellent distribution

4 Ps: Promotion

• Integrated use of:– advertising– public relations – promotions– media advocacy – personal selling – entertainment vehicles

• Create and sustain demand for the product.

Red para una California SaludableOur Promotion– How we create and sustain demand for the practice:• TV commercials

• Teatro

• Text messages

• Cookbooks

• Radio Barriers can include: consumer literacy and access, marketer advertising budget

Nuestra Communidad, 2008

Case Study: Catering Trucks

Coca-Cola

• TV commercials• Website (contests)• Movie

sponsorships• TV programs

– American Idol– BET Network

• Sport Sponsorships– NASCAR– NBA– NCAA– Olympic Games

• And more…

Their Promotion– How they create and sustain demand for the practice:

Benefits can include: marketer advertising budget

Putting It All Together

1. Know exactly who your audience is and look at everything from their point of view.

2. Your bottom line. Document the action you want the audience to take.

3. What determines the action? The specific benefits for the audience to do it.

4. Use the 4Ps to maximize the benefits and minimize the barriers. Focus on the elements that affect the audience most.

Focus Your Ps

Campaign focus: Encourage Latino migrant families to eat a healthy breakfast

• Which P should you focus on?– Is it fun? (Practice)– Reduce barriers (Price)– Increase access (Place)– Is it popular? Do people perceive the

benefits? (Promotion)

Focusing Your 4Ps

Coca-Cola’s Promotion

• http://www.youtube.com/watch?v=fZi8kzpJLSg&feature=youtu.be

• http://www.youtube.com/watch?v=iKomSDpcdbI&feature=youtu.be&hd=1